Product Mix: This shampoo does seven benefit for customers hair and scalp, its fight dryness, calms itching, and relieves irritation, reduces redness, control oiliness, remove flakes and leaves hair beautiful. A Head & Shoulder trademark colour is blue and white, lid is blue and body part of container is white. The brand name is popular which is under the P&G Company.
Price Mix: It is depends on the value, sizes, discount and a special offer.
Place Mix: Available in any leading pharmacies and independent groceries within Australia and Can purchase any online store within or outside the country.
Promotion: Company uses a model to represent the product. Each country has their own popular celebrity that would fit in head & shoulder.
Head & Shoulder is owned by Procter & Gamble Company, the leading player in the Australian hair care market, generating a 26.3% share of the market’s value 2012. The service that companies offers is that customers are able to meet scientist and dermatologists to ask for tips or advice about their scalp problem.
Head & Shoulder is the number 1 anti-dandruff shampoo that is originated from India. It’s revenue from 2008 decrease for 2 years, but appears to be increasing.
$ million 2008 2009 2010 2011 2012
Revenue 81,748.0 79,029.0 78,938.0 81,104.0 83,680.0
Description of the current market
The Australian hair care market grew by 2.3% in 2012 to reach the value of $904.9 million. The hair care market can segment into shampoos, conditioners, hair oils, hair colorant and gels. Shampoo is the largest segment of the hair care market in Australia, accounting for 33.4% of the market’s total value and the conditioner segment accounts for a further 24.6% of the market (Hair Care Industry 2013).
Target market:
Head & Shoulder is focusing on the person who has a problem in scalp and people that can’t afford to have done there scalp problem to salon because it’s a way too expensive. With regards to the price of the product it is affordable and has value to money, prices is depends on the size, weight and value of the product. Everyone can use the product who has or hasn’t problem to scalp but if they want to avoid having dandruff, there’s some product that is suitable for them. The product will bought in any leading pharmacies and supermarkets within Australia.
It is designed for late teens and adults, the product is not aimed at a particular gender or particular family lifestyle statuses, the occupation of the buyer may vary but would not be used by hairdressers or people who visit the hair dresser regularly, the educational background of a person would not necessarily include or exclude them from the target market, rather with that or not they have been educated by the salon products. When it comes to target customer behaviour, person must take a shower at least twice or more a day, purchase a large quantity relatively and frequently and looking for a benefit that would totally remove and heal the scalp problem.
Preliminary Profile:
Geographic segmentation
‘ lives in the City
‘ Can be found in southeast corner of Queensland with 52 small areas.
‘ Has the population of 527,173 as of 2011 and population densities of 395.
‘ There are 25.3 % that house is fully owned and 31.1% were renting.
‘ The Dwelling is 24.5% medium and high density with 43%
‘ 31.1 household were rent and 25.3% fully owned
‘ has subtropical climate
Source: Australian Bureau of Statistic 2012
Household Income
‘ Low to median income received 787-1187 a week (Source: Australian Bureau of Statistic 2012), these people preferably to purchase a product in supermarket that would help with their scalp problem rather than make it done to salon and purchase their basic necessities before anything. The characteristics of a person that has an income of this will be a budget conscious but stretchable when it comes to personal health.
Class Status
‘ Low to middle class, these are the working people like trade workers, professional, clerical and sales workers.
Lifestyle
‘ People wanting a bigger deal
‘ Smart consumer
‘ Tend to be competitive
‘ concern to their image
Customer profile:
The ideal customers is a city dweller, Late teens and adult, has problem with there scalp, with or without qualifications,, conscious of healthy lifestyle, independent person and taking a bath twice or more a day.
Product profile:
Product name Price Descriptions
Head and Shoulder Shampoo Itchy Scalp Care 200 ml $4.95 Soothes an itchy scalp and helps reduce dandruff.
Head and Shoulder Shampoo Classic Clean 500ml $7.95 Has a clean scent and wonderful lather
Head and Shoulder Shampoo Anti-Dandruff Sensitive Scalp Care 200ml $4.95 Soothes the head and leaves hair smooth and shiny up to 100% flake free
Head and Shoulder Shampoo Dry Scalp Anti-Dandruff Shampoo 750ml $9.99 Protect and maintain its natural moisture balance
Head and Shoulder Shampoo Scalp Massage Cream 185ml $11.60 Nourishes scalp and fight dandruff
Head and Shoulder Shampoo Anti Dandruff Smooth and Silky 200ml $4.95 Soften and smoothes frizzy hair as it makes it dandruff free
Head and Shoulder Shampoo Anti Dandruff Clean and Balanced 200ml $4.95 Gives clinically proven dandruff protection and squeaky clean hair.
Head and Shoulder Shampoo Hair Retain for men’s 200ml $4.95 Works to help men keep their hair by removing dandruff
Head and Shoulder Shampoo Apple Fresh 200ml $4.95 Removes dandruff up to 100%
Head and Shoulder Shampoo Ice Fresh 200ml $4.95 Burst of coolness and relieves itchy in scalp
Head and Shoulder Shampoo 3 in 1 Total Care 200ml $4.95 Cleans ,conditions and protects hair from allowing dandruff for easy styling and manageability
Positioning:
Procter and Gamble position the company to have a product that is well known and has a wide of selection of anti-dandruff shampoos. They provide hair care products that are suitable for those people who have problems with their scalp. The company also makes products for other hair and scalp conditions and as such positions itself as a market leader.
Statement explaining between product and consumer profile
Head and shoulder shampoo is a product designed has value for money, has a wide range of selection for different hair and scalp condition, the target customer is with concern regarding to their overall health that cannot afford salon wouldn’t mind to purchase the Head & Shoulder.